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2020 | OriginalPaper | Buchkapitel

20. Internationales Marketing

verfasst von : Christian Homburg

Erschienen in: Marketingmanagement

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

  • Der Leser kennt die wesentlichen technologischen, politisch-rechtlichen und soziokulturellen Rahmenbedingungen des internationalen Marketing.
  • Der Leser versteht die Besonderheiten der internationalen Marktforschung im Hinblick auf die länderübergreifende Äquivalenz von Messinstrumenten, die Anwendung verschiedener Datenerhebungsmethoden sowie die länderübergreifende Segmentierung.
  • Der Leser kennt die wesentlichen speziellen Entscheidungen im Rahmen der internationalen Marketingstrategie.
  • Der Leser überblickt die wichtigsten instrumentellen Besonderheiten (in den Bereichen Produkt-, Preis-, Kommunikations- und Vertriebspolitik sowie Kundenbeziehungsmanagement) des internationalen Marketing.
  • Der Leser versteht die zentralen Überlegungen im Hinblick auf die länderübergreifende Standardisierung bzw. Differenzierung der Marketinginstrumente in den Bereichen Produkt-, Preis-, Kommunikations- und Vertriebspolitik sowie Kundenbeziehungsmanagement.

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Metadaten
Titel
Internationales Marketing
verfasst von
Christian Homburg
Copyright-Jahr
2020
Buch
Marketingmanagement

Print ISBN: 978-3-658-29635-3

Electronic ISBN: 978-3-658-29636-0

Copyright-Jahr: 2020

DOI
https://doi.org/10.1007/978-3-658-29636-0_20